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Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
Chewy Trewella - Google Searchtips
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Chewy Trewella - Google Searchtips

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  • Transcript

    • 1. Making the most of your content Guidelines, Tools, Advice Chewy Trewhella Developer Advocate
    • 2. Agenda <ul><ul><li>Understanding Search </li></ul></ul><ul><ul><li>How Search Works </li></ul></ul><ul><ul><li>Webmaster Guidelines </li></ul></ul><ul><ul><li>Hot Topics </li></ul></ul><ul><ul><li>Site Owner Resources </li></ul></ul>
    • 3. Understanding search Google and Search Results
    • 4. Overview <ul><li>Google's mission is to organize the world's information and make it universally accessible and useful. </li></ul>
    • 5. Online trends Every day 100 million videos are served online Source: Comscore Around 60 billion email messages are sent daily Source: Deutsche Telekom Every month hundreds of millions of people search on Google Source: Comscore 10-25% of the web is new every time Google indexes it! Source: Google
    • 6. How Search Works Fundamentals of Crawling, Indexing, and Ranking
    • 7. Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
    • 8. Crawling the Web <ul><li>We’re downloading a copy of the web </li></ul><ul><li>How we’ve become more intelligent about it: </li></ul><ul><ul><li>Understanding non-HTML content </li></ul></ul><ul><ul><li>Working with partners to get “deep web” content </li></ul></ul><ul><ul><li>Letting webmasters control crawl speed </li></ul></ul><ul><li>We crawl continuously, scheduling visits to each page intelligently to maximize freshness </li></ul>www
    • 9. Calculating PageRank™ <ul><li>PageRank (PR) is a measure of the “importance” of a page based incoming links from other pages. It is one factor we use to rank results. </li></ul><ul><li>Each link from A to B adds some amount PR to B based on the PR and outbound links of A </li></ul><ul><li>PR is calculated for billions of pages and recorded for use in ranking </li></ul>Both links count… But Link #1 counts more. Bbc.co.uk (PR = 9) my blog Link #1 Link #2 your site
    • 10. Building the Index <ul><li>This is like the index of a book; a mapping of words to the pages on which they appear. The Web is our book. </li></ul><ul><li>We keep a posting list of all the words we see and for each word on each page, record to the list where it occurs. </li></ul><ul><li>We then break up the index into shards and distribute them to many computers </li></ul><ul><li>When a user enters a query such as “Frans Bauer” each computer searches a small piece of the index for matching pages </li></ul>
    • 11. Life of a Query During the Search… www Scan index Submit query Route Fan out Select documents Rank results Present results www
    • 12. Ranking: How we do it <ul><li>We order pages based on relevance and importance </li></ul><ul><ul><li>200+ quality signals, many ranking change proposals every month </li></ul></ul><ul><li>Importance (query-independent) </li></ul><ul><ul><li>The popularity and authoritativeness of a page, calculated when index was built. On Google, this factor is known as PageRank </li></ul></ul><ul><li>Relevance (to query) </li></ul><ul><ul><li>How well the content of a specific page (not site) matches the user’s search query, taking into account signals like # times the word appears, where it appears, anchor text of linking pages, etc. </li></ul></ul>Ranking’s goal is to list the most useful documents from the selected set in order.
    • 13. Goals of ranking <ul><li>We create general methods to improve our ranking that are scalable, impartial and provide benefit to users </li></ul><ul><li>Hard problem: 25% of queries have not been seen in 3 months </li></ul><ul><ul><li>Hard problem 2: 10-25% of the web is new each time we crawl it </li></ul></ul><ul><li>Considerations </li></ul><ul><ul><li>the query (intent, query variations, language) </li></ul></ul><ul><ul><li>the user (web history, location, task) </li></ul></ul><ul><ul><li>the content (page rank, reputation, quality, language) </li></ul></ul><ul><ul><li>the web (changing content, current events) </li></ul></ul>
    • 14. Webmaster Guidelines And Basic Site Preparation
    • 15. Basic site preparation <ul><li>Discoverable </li></ul><ul><ul><ul><li>Can your site’s pages be found by Google? </li></ul></ul></ul><ul><li>Indexable </li></ul><ul><ul><ul><li>Can your site’s URLs be indexed? </li></ul></ul></ul><ul><ul><ul><li>Are they unique? </li></ul></ul></ul><ul><li>Content </li></ul><ul><ul><ul><li>Is the content useful? Will user searches match? </li></ul></ul></ul><ul><ul><ul><li>Is the structure and content of the page clear to Google? </li></ul></ul></ul><ul><li>Rank </li></ul><ul><ul><ul><li>How well do your site’s pages rank? </li></ul></ul></ul>
    • 16. Webmaster Guidelines
    • 17. Webmaster Guidelines: Site Structure <ul><ul><li>Parameters  It helps to keep the parameters short and the number of them few. </li></ul></ul><ul><ul><li>Good: http://www.google.com/search?q=amsterdam </li></ul></ul><ul><ul><li>Bad : http://maps.google.com/maps?f=q&hl=en&geocode=&q=amsterdam&ie=UTF8&z=11&iwloc=addr </li></ul></ul>
    • 18. Webmaster Guidelines: Site Structure <ul><ul><li>Directory structure  Make a site with a clear hierarchy and text links. </li></ul></ul><ul><ul><li>Good : </li></ul></ul><ul><ul><li>Bad : </li></ul></ul>
    • 19. Webmaster Guidelines: Site Structure <ul><ul><li>Link structure : Every page should be reachable from at least one static text link. </li></ul></ul>
    • 20. Webmaster Guidelines: Site Structure <ul><ul><li>Redirects: Google recommends that you use fewer than five redirects for each request. </li></ul></ul>/ /index.asp /index.asp?jsessionid=weiru4895u89ur8932
    • 21. Webmaster Guidelines: Title and Snippets <ul><ul><li>User Queries: Think about how users actually search – not just what the brand manager says. </li></ul></ul>
    • 22. Webmaster Guidelines: Title and Snippets <ul><ul><li>Title: Make sure that your TITLE tags are descriptive and accurate. </li></ul></ul><ul><ul><li>Heading : does this follow the title, and continue the theme? </li></ul></ul><ul><ul><li>Keywords: are they relevant terms? </li></ul></ul>
    • 23. Webmaster Guidelines: Title and Snippets <ul><ul><li>Snippets : Different sources are used, including META tag for each page. Make sure they are descriptive of that page. </li></ul></ul>
    • 24. Webmaster Guidelines: Body Text <ul><ul><li>Check your site: Use a text browser such as Lynx to examine your site, because most search engine spiders see your site much as Lynx would. </li></ul></ul>
    • 25. Webmaster Guidelines: Body Text <ul><ul><li>Flash, JavaScript, etc: If fancy features keep you from seeing all of your site in a text browser, then search engine spiders may have trouble crawling your site. </li></ul></ul><ul><ul><li>Like YouTube, use HTML for the majority of each page, and use Flash or Javascript sparingly to provide rich content. </li></ul></ul>
    • 26. Webmaster Guidelines: Body Text <ul><ul><li>Images: Make sure that your ALT attributes are descriptive and accurate. </li></ul></ul><ul><ul><li>GoogleBot can’t read images, so help it to understand them. </li></ul></ul>
    • 27. Webmaster Guidelines: Test and Measure EVERYTHING <ul><ul><li>Analytics </li></ul></ul><ul><ul><li>Website Optimiser </li></ul></ul>
    • 28. Webmaster Guidelines: Test and Measure EVERYTHING Track all sources of traffic – not just Google Adwords All search engines (both paid and natural) are supported As well as referring sites, directories, etc.
    • 29. Hot Topics Geo-Localization, Universal, Flash, Robots, Duplicates, Paid Links
    • 30. Different Results for Different Locations
    • 31. Different Results for Different Locations
    • 32. Universal Search <ul><ul><li>News/News Archive results  Submit your site for inclusion in Google News/News Archive </li></ul></ul><ul><ul><li>Image results  Opt-in to the enhanced image search </li></ul></ul><ul><ul><li>Local results  Upload your locations to Local Business Center </li></ul></ul><ul><ul><li>Video results  Host your video content on YouTube or submit your feed in Webmaster Tools. </li></ul></ul><ul><ul><li>Blog results  Add your blog’s web feed to Google Blog Search </li></ul></ul>
    • 33. Searching Flash content <ul><li>Flash can be great for high quality user experiences </li></ul><ul><li>Most search engines don’t index Flash movies </li></ul><ul><li>Google has a “first generation” Flash indexing solution </li></ul><ul><li>We’re improving Flash indexing </li></ul><ul><li>Many online video sites use Flash for rich content, but HTML for descriptive information. </li></ul>
    • 34. Flash indexing today - best practices <ul><li>Advantages : </li></ul><ul><ul><li>A rich user experience </li></ul></ul><ul><ul><li>Flash sites can be highly interactive and “magical” </li></ul></ul><ul><li>Disadvantages : </li></ul><ul><ul><li>Search engines struggle to read it </li></ul></ul><ul><ul><li>Many users can’t access it: screen readers, mobile devices, Linux </li></ul></ul><ul><li>Best practices : </li></ul><ul><ul><li>Use Flash for content, use HTML for navigation </li></ul></ul>
    • 35. Flash best practice recommendations <ul><li>Use HTML for navigation , Flash for page content </li></ul><ul><ul><li>Allows us to see all the pages of your site </li></ul></ul><ul><li>Use the description meta tag </li></ul><ul><ul><li>Gives us text to index if we can’t access your content </li></ul></ul><ul><li>Use text tracks within Flash </li></ul><ul><ul><li>Google can extract text tracks, but not text burnt into images </li></ul></ul><ul><li>Create an HTML version of your site for non-Flash users: </li></ul><ul><ul><li>Google can navigate and index this </li></ul></ul><ul><ul><li>Great for users with page readers etc. </li></ul></ul><ul><ul><li>Avoid cloaking: don’t show different versions based on user-agent </li></ul></ul>
    • 36. Flash best practice recommendations
    • 37. Flash best practice recommendations
    • 38. Robots exclusion protocol (aka robots.txt) <ul><li>Robots Exclusion Protocol </li></ul><ul><ul><li>Tells search engines what not to index </li></ul></ul><ul><li>Created in June 1994. Now de-facto standard </li></ul><ul><ul><li>Ongoing work to improve </li></ul></ul>
    • 39. Simple examples <ul><li>Robots.txt (top-level directory, text file): </li></ul><ul><li>user-agent: googlebot </li></ul><ul><li>disallow: /logs/ </li></ul><ul><li>allow: /logs/introduction.html </li></ul><ul><li>META tags (HEAD section of HTML): </li></ul><ul><li><meta name=“googlebot” content=“noindex”> </li></ul>
    • 40. Policy and per-page <ul><li>Use robots.txt for: </li></ul><ul><ul><li>general rules about directories to exclude </li></ul></ul><ul><li>Use META tags for: </li></ul><ul><ul><li>Per-page control </li></ul></ul><ul><ul><li>Control when you don’t have access to robots.txt </li></ul></ul>
    • 41. Sophisticated control <ul><li>Exclude files by type: </li></ul><ul><li>disallow: *.ppt$ </li></ul><ul><li>Control snippets and cache display: </li></ul><ul><li><meta name=“googlebot” content=“nosnippet, noarchive”> </li></ul><ul><ul><li>Useful for temporary content </li></ul></ul><ul><ul><li>Use with care </li></ul></ul>
    • 42. Duplicate Content <ul><li>Negative effects </li></ul><ul><ul><li>Dilution of link popularity </li></ul></ul><ul><ul><li>Long urls - bad branding and user experience </li></ul></ul><ul><li>Google’s solution </li></ul><ul><ul><li>Group urls into clusters </li></ul></ul><ul><ul><li>Select the best url and consolidate url properties to it </li></ul></ul>
    • 43. Paid Links Passing PageRank <ul><li>It is a violation of webmaster guidelines </li></ul><ul><ul><li>Skews organic search results for users </li></ul></ul><ul><ul><li>All major search engines oppose it </li></ul></ul><ul><ul><li>Will impact the site’s reputation with Google </li></ul></ul><ul><ul><li>If you feel your were impacted, fix the violation and submit reconsideration request </li></ul></ul><ul><li>It is not a violation when </li></ul><ul><ul><li>Buying or selling links for traffic or branding without passing PageRank </li></ul></ul>
    • 44. Site Owner Resources Webmaster Central, Webmaster Tools, Sitemaps
    • 45. Our goal is high-quality, objective search results <ul><li>Our goal is to have the most relevant, useful search results on the web. </li></ul><ul><li>We strive to provide scalable, equitable support for all webmasters and all sites, large and small. </li></ul><ul><li>By some estimates, there are 100 million sites on the web, so we need something really scalable. </li></ul>
    • 46. Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
    • 47. Webmaster Central http://www.google.com/webmasters
    • 48. Questions Webmaster Central Can Answer <ul><li>How can I improve my site's visibility in the web index? </li></ul><ul><li>How can I tell Google my desired geographies? </li></ul><ul><li>Where is my Google traffic coming from? </li></ul><ul><li>How do I ensure all my pages are indexed? </li></ul><ul><li>How can I change the snippet (or sitelink) under my site? </li></ul><ul><li>What’s the best way to redirect traffic? </li></ul>
    • 49. Google Webmaster Tools A free and easy way to improve your site’s visibility in Google search results Available in 22 languages
    • 50. “Dashboard” provides an overview of your account <ul><li>See the status of the websites and sitemaps in your account </li></ul>Your website Sitemap status Verified status
    • 51. “Site Verification” gives you detailed reports <ul><li>Site verification ensures that only the true site owner gets access to detailed site statistics </li></ul><ul><li>You can get site statistics before you submit a Sitemap </li></ul>Verification options Verification status
    • 52. Diagnostic reports help you troubleshoot crawl errors <ul><li>Overview shows a quick snapshot of crawl and indexing status of your site </li></ul><ul><li>Alerts webmasters about some violations to the webmaster guidelines </li></ul>Message center alerts Index summary
    • 53. Crawl errors show you which pages were problematic <ul><li>See error types for specific URLs to quickly identify and easily fix issues </li></ul>Page Type: web, mobile Crawl error summary Error detail Date stamp URLs with errors
    • 54. Mobile crawl errors show you which mobile pages had problems <ul><li>See error types for specific mobile URLs to quickly identify and easily fix issues </li></ul>Mobile CHTML crawl errors Mobile WML/ XHTML crawl errors
    • 55. “ Top Search Queries” show queries that drive traffic to your site <ul><li>See your top 20 search query and search query clicks statistics </li></ul><ul><li>Top position shows you where your pages were listed per search query </li></ul><ul><li>Timeline shows query stats in the past </li></ul><ul><li>Easily export a report with CSV download feature </li></ul>Search queries = impressions in search results Position per query in search results Query Clicks = Traffic More stats % out of the top 20 queries Timeline = Historical views
    • 56. Mobile web statistics show traffic from mobile devices <ul><li>See top searches from mobile devices and top searches on mobile web. </li></ul>Searches from mobile phones, PDAs, etc. Select geographic specific domains
    • 57. “ What the Googlebot Sees” <ul><li>See common phrases & keywords on your site and in links to your site </li></ul>Words on your site Links to your site Page type Encoding
    • 58. “Crawl Stats” show your page distribution in Google <ul><li>See distribution of crawled pages </li></ul>PageRank distribution URL with highest PageRank
    • 59. “Index Stats” shows how your pages are indexed <ul><li>Learn more on how your pages are included in the Google index with advanced search operators </li></ul>Type of advanced search operator
    • 60. Links show which pages are linked outside your domain and how often <ul><li>See the pages with the most links pointing from your own site & outside sites </li></ul><ul><li>Easily download full site data with CSV download feature </li></ul># of links from outside websites URLs in your site URLs in your site # of links from within your site
    • 61.  
    • 62. Sitelinks shows generated sitelinks and blocking controls <ul><li>Sitelinks are automatically generated listed under search results to help with site navigation </li></ul><ul><li>View generated links, block links you do not want visible in search results, and provide feedback on inaccurate sitelinks </li></ul>Current blocked sitelinks Automatically generated sitelinks Provide feedback on sitelinks
    • 63. Re-inclusion request, spam report, paid links report forms <ul><li>Lets webmasters tell us when they fixed quality violations to help get back in the index faster </li></ul><ul><li>Requests from Google webmaster tools are more “trusted” because they are from a registered user </li></ul><ul><li>Spam & paid links report to help webmasters be good citizens to report spam results and websites selling/buying links </li></ul>
    • 64. Robots.txt analysis helps to improve your coverage <ul><li>Confirm your robots.txt URL, status, “last downloaded”, and homepage access </li></ul><ul><li>Test against different Googlebots including search, content, mobile, and image </li></ul>Date stamp and status Test against different Google crawlers
    • 65. Set crawl rate <ul><li>View 90 day Googlebot activity and load on your servers </li></ul><ul><li>Adjust crawl rate </li></ul>Choose crawl rate Kilobytes/day downloaded by Googlebot Average page download time # pages crawled - includes URLs that point to same page
    • 66. “ Geographic target” allows you to associate a site with geographic region <ul><li>Submit geographic data for an entire site or site subdirectory </li></ul>Specify full or partial geographic information
    • 67. “ Preferred domain” lets you tell us how you want URLs to be displayed <ul><li>You can choose www or non-www, or opt not to set an association </li></ul>
    • 68. “ Enable enhanced image search” to enhance search visibility of images on your site <ul><li>You can choose to let Google gather additional metadata about your images using Image Labeler </li></ul><ul><li>More metadata = relevant image search results </li></ul>
    • 69. “ Remove URLs” allows you to remove a URL, subdirectory, or site from the Google index <ul><li>Request a removal in 3 steps: </li></ul>Step 1: Make a New Removal Request Step 2: Select Removal type (site, sub directory, URL) Step 3: Submit URL path
    • 70. Sitemaps: make sure we know about your site <ul><li>The problem: islands of links </li></ul><ul><ul><li>Pages that aren’t linked from outside your site </li></ul></ul><ul><ul><li>Search engines can’t find these </li></ul></ul><ul><li>The problem: crawling large sites </li></ul><ul><ul><li>Crawl of very large sites is limited </li></ul></ul><ul><ul><li>If we know when pages have changed, we can optimize crawling </li></ul></ul><ul><li>The solution: Sitemaps </li></ul><ul><ul><li>The open standard for providing a list of all your pages </li></ul></ul><ul><ul><li>Supported by Google, Yahoo, Microsoft and Ask </li></ul></ul>
    • 71. Keep Google informed of all your pages 1 2 Increase coverage of your pages in the Google index WWW Web crawl Sitemaps enhances the web crawl Google.com Help improve the visibility of your pages on Google Sitemaps: how they work Your Site
    • 72. Submitting your Sitemap improves the visibility of your URLs
    • 73. Submitting your Sitemap improves the visibility of your URLs Status of your sitemap Your sitemap <ul><li>Tell Google about every page on your site </li></ul>
    • 74. Additional types of Sitemaps: Mobile Sitemap <ul><li>Webmasters can submit Sitemaps of URLs that serve mobile content into Google’s mobile index </li></ul><ul><li>Mobile content is specifically designed to fit the small screens of mobile phones and devices </li></ul><ul><li>Supported markup languages include </li></ul><ul><li>XHTML, WML , and cHTML </li></ul>Mobile Web results: 'bbc' Results 1 - 10 of about 113,000. 1 BBC - WAP - BBC News BBC Sport Ashes 2005 Highlights Entertainment www.bbc.co.uk/mobile/ 2 bbc.co.uk/mobile - BBC News BBC Sport Films news.bbc.co.uk/mobile/
    • 75. Add a Sitemap in 3 steps Step 1: Create a Sitemap with the Sitemap Generator Step 2: Upload the Sitemap file to your website Step 3: Add the Sitemap URL to your account For accounts with multiple websites: You can include URLs from verified websites in a single Sitemap
    • 76. What have we learnt? <ul><li>Build content for users, not search engines </li></ul><ul><li>Test and measure everything </li></ul><ul><li>Sign up for webmaster tools and control how we crawl you site </li></ul><ul><li>Describe all the content on your site effectively </li></ul><ul><li>Submit a sitemap </li></ul><ul><li>Visit http://google.com/webmasters/ </li></ul><ul><li>Help us to crawl you comprehensively, so your content can be found </li></ul>
    • 77. Q & A
    • 78. Useful resources <ul><li>Webmaster Central: </li></ul><ul><li>http://www.google.com/webmasters/ </li></ul><ul><li>Sitemaps: </li></ul><ul><li>http://www.google.com/support/webmasters/bin/answer.py?answer=40318 </li></ul><ul><li>http://www.sitemaps.org </li></ul><ul><li>Webmaster guidelines: </li></ul><ul><li>http://www.google.com/webmasters/guidelines.html </li></ul>

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